Aerie Real Taps a New Kind of Brand Ambassador – WWD

Aerie is keeping it real. 

The innerwear model, a part of American Eagle Outfitters, is again with its annual Aerie Actual marketing campaign. Besides this time, the Aerie Actual function fashions have been changed by Aerie Actual voices. 

“Up to now we’ve had function fashions they usually’ve been implausible. However now it’s extra than simply function fashions,” Stacey McCormick, senior vp of Aerie model advertising and marketing, informed WWD. “It’s the neighborhood, it’s our ambassadors, it’s our change makers. It’s much more than simply appointed folks.

“The shopper has made this model so well-known,” McCormick continued. “And viral moments which have occurred [on social media] with among the Aerie product is actually the shoppers talking for us. The shoppers who’ve been there for us and supported us, we wish to make certain they’re a part of the story.” 

Aerie Real Aerie Campaign

Innerwear model Aerie reveals its Aerie Actual Voices. 
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The brand new Aerie Actual Voices embrace actress Antonia Gentry, singer, songwriter Kelsea Ballerini, TikTok personalities the NaeNaeTwins and wheelchair dance crew the Rollettes, together with earlier AerieReal function mannequin, gymnast and Olympic gold medalist Aly Raisman. 

However McCormick is fast to level out that Aerie Actual Voices won’t be restricted to those choose few. Actually, the model will proceed so as to add voices from the larger Aerie neighborhood this fall, everybody from “moms to enterprise homeowners to people who find themselves in very particular communities,” McCormick defined.  

“They’re voices of this technology which might be necessary and have been with us on the journey and are followers of the model,” she mentioned. “The evolution of what’s been taking place and what we’ve actually been doubling down over the previous 12 months is elevating the communities’ voices and having these ambassadors and people who find themselves built-in within the model in many various methods communicate up.”

Antonia Gentry Aerie

The Aerie Actual Voices marketing campaign contains actress Antonia Gentry. 
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Whereas advocating for diversity and inclusion will be the present norm, Aerie, which was based in 2006, was one of many first lingerie manufacturers to characteristic so-called “actual girls” modeling its merchandise. In 2014, the innerwear, swimwear and loungewear model launched the primary Aerie Actual marketing campaign with function mannequin Iskra Lawrence proudly posing in Aerie products. Besides there was no airbrushing and all of the options that will have traditionally been thought-about flaws — together with stretch marks and cellulite — had been on show.

It didn’t take lengthy for each Aerie’s fanbase and record of function fashions to develop. Aerie’s annual revenues surpassed $1 billion in 2020, regardless of the harm brought on by the pandemic on the general retail business. Now the model has its sights set on the $2 billion mark. 

“Because the chief in showcasing actual girls, Aerie has constructed a strong neighborhood, which we proceed to foster by creating even larger alternatives for our prospects’ voices to be heard,” mentioned Jennifer Foyle, president and govt artistic director of the American Eagle and Aerie manufacturers. “The AerieReal Voices marketing campaign serves as a world testimony to our model, as we echo the private journeys and tales of those unimaginable and galvanizing people. Our main model platform and robust neighborhood, along with superb product, is solidifying our management inside the business.”

Aerie Real the NaeNaeTwins

TikTok personalities and sisters the NaeNaeTwins are a part of the Aerie Actual Voices marketing campaign. 
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Aerie additionally launched a brand new sub model — activewear brand Offline — in July 2020. And whereas opponents are shuttering brick-and-mortar shops at unprecedented charges, Aerie and Offline are on monitor to open new bodily areas within the again half of 2021: 40 new Offline by Aerie shops, a mixture of stand-alone, side-by-sides and shops-in-shop, and 47 new stand-alone Aerie shops, lots of them in new markets. 

“As necessary as digital is, these retailer experiences are additionally tremendous necessary,” McCormick mentioned. “The marketing campaign and the model will not be one hundred pc digital. It’s rooted in actually making it from the underside up, from the neighborhood up.” 

That explains why Aerie Actual Voices can be broadcast each digitally — by the use of social media and the model’s web site — in addition to in actual life, together with billboards, in-store activations and pop-up occasions, this fall.   

Aerie Kelsea Ballerini

Kelsea Ballerini is one in all Aerie Actual’s Voices. 
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Aerie’s second annual AerieReal Summit can be tentatively scheduled to happen in-person this October in New York Metropolis (relying on native lockdowns and CDC pointers), at which period the model will reveal its second batch of Aerie Actual change makers, or girls who encourage the Aerie neighborhood and have got down to create change, together with the Rollettes.

“We’re proud to be part of the Aerie household and to function a blueprint for actual and significant change,” mentioned Chelsie Hill, founder and chief govt officer of the Rollettes. “At Rollettes, our mission is singularly centered on the help and empowerment of girls and ladies with disabilities all around the globe. We’re excited to accomplice with Aerie, as a like-minded model dedicated to inspiring physique positivity and amplifying actual feminine voices throughout their platforms. With the shared sensibility that we’re stronger collectively, we’re utilizing our voices as a part of the Aerie Actual marketing campaign, to attach with the Aerie neighborhood and produce consciousness to the importance of incapacity illustration in trend.” 

Aly Raisman Aerie

Former Aerie Actual function mannequin Aly Raisman is now an Aerie Actual Voice. 
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Aerie followers in all places may go to ae.com/aerie-real-life/real-voices, beginning Oct. 6, for his or her likelihood to add a private video, sharing their tales and an opportunity to be chosen for a future Aerie marketing campaign or as an Aerie voice. 

“We’re scouting folks to inform their tales and to have their story come to life via our platform,” McCormick mentioned. “We really feel with the Aerie Actual neighborhood and the way we’ve grown, these voices are those talking for us. These voices are those telling folks how the product has made them really feel, how we helped them construct their confidence. These voices at the moment are on the forefront.”

https://wwd.com/fashion-news/intimates/aerie-real-voices-campaign-1234899466/ | Aerie Actual Faucets a New Form of Model Ambassador – WWD

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